Integrating Insect Ingredients into Familiar Foods: Consumer Acceptance of a Hybrid Insect-Based Ready Meal

Edible insects are recognised as a sustainable, high-protein food source, yet consumption in Western diets remains limited due to cultural barriers and concerns about taste, appearance, and safety. This study explored the factors affecting the acceptance of familiar products where insects have been added as ingredients, and how purchase intent is influenced by label information. During sensory evaluation, 59 participants tested pasta-only and pasta-with-sauce samples that were presented with and without insects (controls). Results showed no significant differences in preference between insect and control samples (pasta only: p = 0.150; pasta with sauce: p = 0.193). Open-ended feedback highlighted flavour, texture, and familiarity as key drivers. Label design strongly shaped purchase intent, with participants preferring labels that combined clear allergen and ingredient information with credible nutrition and eco-certification logos. Benefit-focused price framing (protein and sustainability) significantly increased willingness to pay (p < 0.001), while prior insect consumption, age and gender had no effect. Overall, the findings show that adding insects into a well-known ready-meal format, supported by transparent labelling and benefit-based communication, has the potential to improve acceptance. This approach highlights a practical way to bring insect proteins into mainstream food systems while contributing to nutrition and sustainability goals.